"Only Thirty" Enables Hermes To Become A Lady'S Favorite

In the hit drama just 30, Gu Jia has to buy Hermes in order to fit in with the "wife circle". Gu Jia's strength is "I'm a lady, I need a platinum bag".

Just buy a bag and you can get into the ladies' circle? Although it sounds a little inconceivable, it may be true. Today, let's tell you how herm è s, the love of new money and old money, has become a "Ladies' circle ticket".

Overnight, everyone got to know Hermes platinum bags

The reason why Hermes and platinum bags have suddenly become popular on the Internet is not because of the big price reduction or online red money, but because her hidden attribute as a "lady's circle ticket" has been disclosed by a TV series.

This TV series is just thirty, which is on the air recently. Gu Jia's character is set up as a wife of a newly rich class who co founded a fireworks company with her husband. After giving birth to a child, she settled down to be a full-time wife. However, the rich also have their worries. Gu Jia attended a noble lady's party. Even though she was carrying tens of thousands of Chanel badge bags, she couldn't hold the Hermes platinum bag in front of the ladies' hands, and even was cut off by his wife even if he had taken the photos together.

This scene is a bit familiar. In 2017, Hong Huang, the "top celebrity" in China, was cut off by Su Mang in a group photo of a celebrity party. Afterwards, she said to herself that "her appearance is not up to the standard".

Although Gu Jia was cut off by his wives, the "unedited" version of the photo became popular on the Internet. Netizens simply graded the ladies' circle according to different levels of Hermes. "Hermes platinum bag" has also become a measure of the rank of ladies.

It may seem to netizens that the above plot is very dramatic, but this is actually the daily life of the major ladies' circle, as is the case in the upper east side of New York. Winnie Martin, PhD in anthropology at Yale University, once wrote a book on this theme, entitled "I am a mother, I need a platinum bag". The book describes in detail how she managed to buy Hermes's platinum bag in order to make her children quickly realize the social transition.

If ladies all over the world are going to hold a show off contest, it must be a key part of it. Victoria is a loyal Hermes fan. It is said that she has more than 800 hermes bags. In Singapore, she is not the most expensive woman in the world. Make this "most expensive" more concrete. At Christie's 2017 autumn auction in Hong Kong, a Himalayan crocodile skin diamond buckle platinum bag sold at a sky high price of US $300000, which was converted into RMB 2.5957 million.

In fact, it's not so easy to buy Hermes.

Hermes purchase guide, from introduction to abandonment

The reason why Hermes became a "Lady ticket" is that it is "hard to buy" in addition to being really "expensive". The money to buy a bag is small money for the wives. The qualification and the way to buy the bag are the stepping stones.

Of all Hermes, Kelly bags and platinum bags are at the top of the chain of Hermes's scorn. In fact, platinum bag does not refer to the material. A more accurate way to write it should be "Baijin bag", because the name comes from singer Jane Perkin.

In 1974, French actress Jane Bergin, who was very popular, ran into Jean Louis Dumay, the brand chairman of Hermes bag's fifth generation. At that time, as a new mother, Jane Bergin could not help complaining to each other that the bag of Kelly bag was too narrow, rigid and inconvenient to carry baby goods, so he was inspired to design a super large internal space for Jane The soft handbag, named after Birkin, was born from then on.

Since a craftsman is responsible for the whole process of platinum bag making from beginning to end, in order to maintain the purity of its quality, a Hermes bag making workshop can only produce 15 handbags a month based on the 48 hours time spent by a skilled craftsman. Therefore, the production is limited and the price is high, which often leads to the phenomenon that there is no price in the market. Under the background of "large distribution", Hermes created an original method.

The meaning of distribution is not to register the demand and wait for the merchant to allocate goods for you. It means that if you want to buy a platinum bag with a price, you must buy other Hermes products with the corresponding price. The common distribution ratio is 1:1, 1:1.5, etc.

For example, if you buy a 100000 bag, the ratio is 1:1, the value of the distribution is about 100000. For a favorite bag, you have to pay double price. This is probably one of the sources of the "Hermes family". After all, in order to buy a bag, you have to buy something else.

Xiao P is a girl who lives in Southeast China. She told blue whale about her "first experience of Hermes".

"At that time, my friend took me to this point, and a cabinet brother would introduce products to you, but he didn't directly introduce bags, but first introduced some accessories, such as scarves and accessories. At that time, the distribution ratio was 1:0.5, which was actually very cost-effective compared with those in the market. It's just that the distribution I bought later is more expensive than the bag. What's more, you don't have to buy a bag right away. You have to buy a distribution before you are qualified to buy a bag. Moreover, your distribution is only recognized in this store, with a one-year validity period. There are many hidden rules when shopping at Hermes. If you are rationing for the first time, you are not qualified to buy some popular bags. Many of their products will be left to VIP and other familiar customers. "After nearly a month's waiting, Xiao P finally bought his favorite Hermes bag.

The so-called "rationing" in our view may be a waste of money, but in the eyes of rich wives, it is estimated that it is a "small game" that only they can afford to play.

How did Hermes become a "Lady ticket"?

In today's fashion circle, Hermes stands at the top of the contempt chain. Unlike LV, chanel and other brands, Hermes is a rare luxury company that insists on independent family management. But in fact, since the birth of the Hermes brand, it has been placed there.

In 1883, the Hermes family opened the first shop in Paris, specializing in saddle, bridle and other riding equipment, so the initial positioning was relatively high. In the early 1920s, Hermes decided to expand the production of leather case in Europe.

Hermes can now become a symbol of class division, can not do without the film and television works and celebrities publicity and blessing. In the TV series "sex and the city", there was such a sentence: "when I carry it, I know that I have made great achievements." From sister-in-law to the Kardashian sisters, and then to the domestic Hong Kong businessman Liu Luan Hsiung, Hermes has gradually become a tool for the rich to show off their wealth.

In fact, Hermes does have a strong ability to maintain its value. It is reported that when Hermes platinum bag was born in 1984, the price was only more than 2000 US dollars. Today, the price of platinum is about 10000 US dollars. On average, the annual price increase is more than 10%, even more than gold.

LVMH, a luxury group, once wanted to buy Hermes in various ways, but the Hermes family was highly united and eventually resisted the pressure from outside. In recent years, the strong demand of the Chinese market also makes Hermes' performance booming. In October 2018, Hermes also launched its own e-commerce platform in China.

On February 26, this year, Hermes group released its results for the fourth quarter of 2019, showing that sales increased by 15.4% to 6.883 billion euro, and total sales increased by 10.7% to 1.87 billion euro (about 14.311 billion yuan). The annual profit in 2019 is 1.53 billion euro (about 11.708 billion yuan), accounting for 22.3% of the total sales. Sales in the Asia Pacific region, including the mainland of China, rose 19.5% to 3.453 billion euros, surpassing Europe as the world's largest market.

However, they are not at ease. Fake goods have become a big problem for Hermes. From June 24 to June 26, a gang of 10 people was tried in the Paris criminal court for abusing trust, owning and selling fake and shoddy products. Several herm è s craftsmen stole raw materials from the studio, bought the same leather from suppliers, and then made fake "original platinum bags", including seven former Hermes employees, according to the guardian From 2011 to 2014, they made about 148 fake bags and sold them to Asian customers with a turnover of more than 4 million euros (about 31.75 million yuan).

I don't know if domestic female stars and ladies have also been recruited to buy fake bags. But it is certain that after the popularity of "only thirty", Hermes in Guangzhou Baiyun leather city is expected to explode. After all, there are countless Internet Celebrities waiting to shoot videos and publish small red books.